Managing the Public Relations Function

PART OF: Public Relations

Course description

This course focuses on the management of the public relations function, based on research findings of excellence in public relations and communication management. It explores the differences and similarities when applying the knowledge gained from the research in organizational and agency settings.

Topics include:

  • characteristics of excellent organizations
  • excellence factors
  • communications models
  • the circle of influence
  • characteristics of manager and technician roles
  • budgeting
  • preparing cost estimates
  • responding to requests for proposals
  • making client presentations

Learning objectives

  • Identify and describe excellence in organizations and in public relations and communications management.
  • Either in organizations or for clients, employ “the excellence factor” to contribute to effective public relations management.

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